The following is a guest post by Callum Mundine.
There are a lot of social media networks to keep you busy these days. It can be time consuming keeping them all updated, to say the least. Yet update them you must, if your business is to thrive. This particularly applies to Facebook, which is still the king of the social media networks.
The key word is engagement. When marketing to other businesses, you need to make extra effort to engage your potential clients. It makes sense that your content must be highly relevant to those businesses, or they just aren’t going to be interested. There’s also the issue of Facebook algorithms, which change regularly and pose a challenge for those on a budget.
Is there tumbleweed on your page?
If your Facebook page isn’t receiving the engagement you know it should, you probably need to spice it up a bit. Perhaps your page is new with a low number of followers; perhaps it is established with many followers, but floundering when it comes to engagement. Whatever the case, it’s time to inject some life into it.
There are two roads you can go down with Facebook. You can rely on organic reach, and you can plough funds into it. Realistically, you’ll probably need to do both. Facebook has made it pretty difficult to get far with organic reach alone, so a marketing budget is a smart move.
Here are some tips for polishing your online presence and increasing your engagement:
1. Keep your content flowing
There’s no getting around it – you need to be present. The less you put out, the fewer news feeds you’ll land in. The trick is to capture your future clients’ interest early on and secure some level of engagement. Once they’ve engaged with your business, they’ve told Facebook they’re interested. Facebook will then show them more of your content. If you’re leaving days between posts, these businesses are going to put their attention elsewhere.
Consider Ingram Micro, for example. These guys are ranked number seven on the ‘Social Effectiveness’ list. That’s because Ingram Micro always goes the extra mile to engage their customers with various product announcements and posts related to their industry. The company’s business objectives are also demonstrated in their very professional cover photo.
If you’ve got the time (provided that the content you’re posting is interesting and relevant to your target businesses) you can publish plenty of content each day. For example, three posts per day isn’t too much; the algorithms will make sure you’re not spamming anyone.
This way you’re simply increasing the chances of engagement. It also helps to encourage followers to set their notifications so that your content appears first in their news feeds. Remember to analyze the times of day you get the most engagement, and stick with those times ongoing.
2. Give your page the personal touch
When the businesses you’re targeting get a glimpse into the inner workings of your business, they’ll feel that they can relate to and trust you more. It’s a good idea to have a backstory; that is infinitely more interesting than a basic bio.
If your potential clients can put a face to a name – and even better, an authoritative voice – they’ll feel that they know who they’re dealing with. That’s another reason why videos are a great touch.
The same goes for articles you generate. Your words are an insight into your attitudes, operations and skills. It’s a chance to showcase what you know and what you do. Facebook will make it so that you have to pay for your own material to get reach, but if you do it right, it’s worth it.
3. Don’t bore anybody
Quantity is important, but quality is crucial. The moment your content appears irrelevant to your target businesses, they’ll ignore your next posts. Once that happens, your chances of reaching them organically drop dramatically.
That means that you must keep the content varied and related to the target industry in some way. You can generate a mix of different types of content and schedule posts so that they appear in a timely fashion. For example, you might post an article in the morning, followed by an info-graphic in the afternoon. The next day you could post a video tutorial, and later a thought-provoking question or poll, or a quote.
Don’t be afraid of encouraging engagement with a question. People like to be asked to share their creations, preferences, ideas and opinions. A furniture company looking to engage with interior designers might post a selection of beautiful sofas in different settings, and ask for votes on which room or style has the most visual impact.
GE is a good example of a B2B business that always engage their followers. The company’s social media content is dedicated to scientific/technological innovation. It has mastered engagement with the community and now has over 2 million followers. They encourage people to communicate from the offset, with an introduction that says: “We love science, technology, innovation, and hearing from you! So, say hello.”
Visual impact is imperative too. Make sure your images are always eye-catching; generic won’t do. Text is so easy to scroll past, whereas an image or video will automatically grab the attention. Always keep the images relevant to the content you’re posting. Videos are even more engaging than photos – they’re both intriguing and more entertaining.
Lastly, always respond to comments, no matter how contradictory, inane or pointless they seem. The more you engage, the more engagement you get back.
4. Set a reasonable marketing budget
There is no getting around the fact that Facebook is going to make you pay to get decent reach. You’re probably only going to get a maximum of 20% of your content into news feeds organically. You can either use Facebook’s ‘boost post’ option, or delve into the more complex advertising platform. They both do the same thing, more or less – the latter just has more advanced options.
If you decide to put a few dollars into it, you’ll reap what you sow. If you’re on a tight budget, a maximum of $10 should suffice for one post, as any initial engagement should result in organic reach; this you can measure in the analytics.
Boosting is quick and simple; you’ll have the option to select audiences with specific interests in specific areas, and to select a duration for the promotion to run. Choose your maximum or daily budget, and hit the button. If you’ve got a decent following, it’s ideal to choose audiences who have visited your website or liked your page already – obviously they’ve previously expressed some interest.
So there you have it…
It’s crucial to be active and present, put a face to the brand, create intriguing, timely and regular content, and to put your hand in your pocket occasionally. These principles should help to establish a shiny new page; before you know it, there should be a steady stream of businesses seeking out your products and services. Good luck!
About the Author
Callum is the head of marketing at WarbleMedia.com. They are a boutique website design agency in Dubbo, NSW, Australia. He is passionate about helping local small businesses achieve success with their marketing.